AIME 2026 Wrap-Up: Showcasing what’s possible in Melbourne and Victoria

February 17, 2026

From 9–11 February 2026, Melbourne came alive as it hosted the 33rd edition of Asia Pacific Incentives and Meetings Event (AIME), bringing together more than 5,000 attendees, 750 exhibitors from 36 countries and territories, and 1,500 vetted buyers for an energetic and memorable week. Over 25,000 meetings took place across the trade floor, connecting familiar faces with many first-time buyers discovering Melbourne and Victoria for the very first time. 

Held at the Melbourne Convention and Exhibition Centre (MCEC), the week kicked off with Knowledge Monday, attended by more than 1,500 delegates under the theme Expertise Matters. Developed with BEAMexperience and a cross-industry advisory committee, the sessions provided practical insights and explored the key challenges shaping the business events sector.  The AIME Welcome Event embraced this year’s theme Aimagination, celebrating creativity, innovation and the power of imagination in business events. Held at Evoqé Events Melbourne, it brought together more than 2,500 guests for an evening of connection, celebration, and inspiration — a perfect start to the week that set the tone for what was to come. 

Uncover Melbourne experiences: city and regions in focus

A highlight of the week was the Uncover Melbourne tours, immersive programs designed to show buyers exactly what’s possible when planning business events in Melbourne and beyond. More than 400 hosted buyers and media participated across 18 tailored tours, discovering premium venues, cultural experiences, and breathtaking regional highlights. 


From world-class culinary and cultural precincts in the city to wineries, coastlines, heritage trails and unique incentive activities across Central Victoria, Mornington Peninsula, Yarra Valley and Dandenong Ranges, Geelong, the Goldfields and Phillip Island, these tours offered a wide range of experiences.

They showcased how seamlessly Melbourne connects with the wider region, making it easy for planners to create memorable business events beyond the city centre. 

 
Guests also enjoyed historic venues with sweeping coastal views, rolling vineyards offering gourmet experiences, sip‑and‑paint sessions to spark creativity, and wellness activities at Victoria’s renowned geothermal hot springs. 

Melbourne Convention Bureau (MCB) stand: connection, culture, collaboration 

The Melbourne Stand was a hive of activity throughout the week — a welcoming space where business was generated, new connections were made, and the personality of Melbourne shone through. Attendees enjoyed premium barista-made coffee, engaging activations, and conversations that inspired ideas for future events. A key highlight was the Uniquely Melbourne Experience Guide and competition, inviting visitors to explore the destination’s latest venues and experiences. The stand also featured a striking mural by acclaimed street artist Steen Jones, celebrating Melbourne’s creative spirit and providing a stunning visual centrepiece throughout the event. 

60 years of championing business events: Standout moments 

This year was particularly special as MCB celebrated its 60th anniversary at AIME. Founded in 1966, MCB has played a defining role in shaping Melbourne and Victoria’s reputation as a global leader in conventions, business events and major gatherings. What began as an ambitious idea has grown into a driving force for economic growth, cultural vibrancy and international connection. 

Over the past six decades, MCB has helped secure thousands of conventions, exhibitions and incentive programs, contributing more than $7 billion in economic value and welcoming over 1.6 million delegates. These events have not only boosted the visitor economy, supporting hotels, hospitality and tourism operators, but have also enriched Melbourne’s cultural and civic life — sparking ideas, exchanging knowledge, and showcasing the city’s creativity, innovation, and welcoming spirit. 


We were delighted to mark this milestone with a special joint anniversary event with the Melbourne Convention and Exhibition Centre, who themselves celebrated their 30th anniversary at AIME. Attended by the Hon. Steve Dimopoulos, Victorian Minister for Tourism, Sport and Major Events, the event provided an opportunity to reflect on the accomplishments of the last 60s and look forward to the future. In his speech, Minister Dimopoulos highlighted the extraordinary impact of MCB: 

"What began 60 years ago as an ambitious idea has grown into an engine of economic strength, cultural vibrancy and international connection. MCB has brought the world to Melbourne and Victoria and played a defining role in shaping our state’s reputation as a global leader in conventions, business events and major gatherings." 

The Minister also highlighted how MCB works hand-in-hand with venues, universities, hotels and tourism partners, stating it’s this collaboration that has made Melbourne a true global events capital and continues to bring real economic, cultural and international benefits to Victoria. 


It was also a pleasure to welcome Nick Reece, Lord Mayor of Melbourne, along with key stakeholders from the City of Melbourne to the Melbourne Stand. During his visit, the Lord Mayor toured the show floor, met with industry leaders and partners, and spent time with the MCB team, recognising the vital contribution of business events to jobs, investment and Victoria’s global reputation. 

Save the date for AIME 2027 

As AIME 2026 draws to a close, we extend our heartfelt thanks to our stand partners, tour hosts, media and global attendees for making this year truly special. A particular acknowledgement goes to MCEC, Talk2Media, and all MCB partners whose collaboration helped make the event a success. The conversations, connections and creativity shared throughout the week reaffirm that Melbourne and Victoria remain a destination of choice for business events that inspire, deliver meaningful outcomes, and create lasting memories. 

Mark your calendars for AIME 2027, taking place 15–17 February 2027 at MCEC. We look forward to welcoming you back for another edition full of ideas, inspiration, and experiences that showcase the very best of Melbourne and Victoria.